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Sales Training

Dale Carnegie Sales Training: Winning with Relationship Selling

To win in business, it is not about the sale. It’s about the relationship.
By approaching your clients with the right attitude and focusing on their success as opposed to just your own, you will make a connection based on mutual respect and trust.

In Dale Carnegie Sales Training: Winning with Relationship Selling, learn how to build productive relationships built on reciprocal trust that comes from established credibility and a mutual understanding of value. These relationships happen when the seller can demonstrate a genuine comprehension of the client’s world—their real needs—based on asking powerful questions and listening skills that identify opportunities and challenges and uncover unknown or unexpressed requirements.

In an environment where the seller can’t always win on price, it’s important to be focused on the real customer wants and needs that will ensure mutual success. Dale Carnegie's proprietary Sales Model and Process is adaptable within any sales culture and fits any salesperson’s style. You should treat sales like you treat other relationships. It’s give and take, with a heavy emphasis on give!

Create and demonstrate sales strategies that facilitate the buying process through relationship-oriented techniques.
Use methods to establish a connection with customers to gain access and establish trust.
Construct solutions in collaboration with customers while offering insights and establishing value.
Apply the Dale Carnegie Sales Model to eliminate objections and minimize the need for negotiation.
Employ proven techniques to maintain customer relationships and encourage repeat business.
Who should attend?

All sales professionals who want to achieve higher results through stronger relationships

The most popular formats are once per week for 8 weeks, or 3 consecutive days.
8 Sessions
3 Days

What You’ll Learn

Many salespeople and their organizations have pivoted to a virtual selling model or blended model with a combination of in-person and virtual meetings. While the psychology of the process stays the same, different delivery styles are often needed. This course covers both leading practices in virtual selling as well as in-person.

Selling in today’s complex and volatile world is brutal, as the competition is always nipping at your heels. The advantage you had yesterday may be gone today. Additionally, customers, who have become more informed, have higher expectations, and greater power through their ability to share their experiences with the world and learn from others via the Internet and social media.

When customers have completed 70% of the buying process or can complete many online purchases without ever engaging with a single salesperson, traditional sales tactics simply no longer work. Your customers are the personification of the empowered consumer, knowledgeable beyond the need for basic information. You need a relationship-selling approach that leads to a profitable relationship.

Discover the unique value you bring to your customers as a professional salesperson – You. Along with the skillset to achieve your desired performance change, you will strengthen your mindset to sustain your performance change.  

Expect Thoroughly Trained Trainers: The participants in Dale Carnegie Sales Training: Winning with Relationship Selling are made up of a spectrum of experience from people new to sales to veterans retooling their skills. Psychological Safety is emphasized to create a safe place to try out new skills and ideas. The trainers are highly vetted and undergo intense training that is ISO9002 certified to achieve consistent results globally. While part of a global organization, they are connected to your local culture, customs and language. As a bonus, all Dale Carnegie Sales Trainers are successful salespeople and add their credibility and experience to yours.

Expect Breakthroughs: Each time a new tool is introduced, it is demonstrated and practiced the ‘right’ way and coached in the moment before moving it out into your sales practice. Once a tool has been tested with customers and others, the group holds itself accountable by reporting back on what did or did not work. This fascinating approach makes it possible for everyone to learn from each other’s efforts.  By experiencing a series of successful attempts with positive reinforcement, habits are changed, and new skills are ingrained.

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Why You Want To Learn It

If your approach is insincere or inappropriate, and/or if you fail to build the necessary relationships with your target audience, you can wave your quota goodbye! Unsuccessful salespeople focus on trying to get the sale at any cost by trying to figure out what to say or do to get the prospect to buy. Successful salespeople know that when they try honestly to see things from the prospect’s point of view, they can provide insight and a unique solution to build a mutually beneficial relationship, not just one sale.

While it is true that selling has changed dramatically over the past few decades due to customer knowledge, globalization, technology, the internet, etc., what hasn’t changed over thousands and thousands of years is how people buy. To decide to buy, the seller has to go through five distinct mental processing steps. A skilled professional understands the psychology of this process (Connect-Collaborate-Create-Confirm-Commit) and is thereby able to facilitate—not manipulate— the process. A thorough understanding of this process helps the salesperson stay out of the way to allow a client to buy.

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How It Will Help You

By mastering a relationship-based selling approach, you can offer your customers value they can’t find on the Internet: You! And you position yourself for long-term partnerships that bring positive outcomes for all parties. As a result, you can expect:

  • Increased sales
  • Cross-selling and upselling opportunities
  • Proven success backed up with testimonials
  • Ways to incorporate leading practices in virtual selling as well as in-person
  • Greater customer loyalty, which equates to more repeat sales
  • Lower costs of sales, as it is far less expensive to keep a current customer than acquire a new one
  • Discovery of more opportunities for sales
  • Better customer satisfaction by being better able to meet their wants and needs
  • More effective prospecting
  • More sharing of information between buyer and seller can lead to co-creation of value and innovation for the company in terms of new solutions
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  • Attitude: Maintains a friendly, positive, and enthusiastic outlook.
  • Initiative: Proactively makes things happen. Evaluates and takes corrective action with self and others.
  • Influence: Consistently directs situations and inspires mutual commitment and an all-win outcome.
  • Communication: Practices active listening supported with relevant oral and written information.
  • Professionalism: Projects an image of honesty, confidence, and integrity that fosters credibility.
  • Interpersonal Skills: Consistently builds strong, long-term relationships both inside and outside the organization.
  • Customer Experience: Sees the world from the customer perspective to create a positive engagement that meets their needs and creates loyal champions of our organization
  • Customer Acquisition: Identifies and converts prospects into loyal, long-term customers.
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Select the best option for you:
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Supplemental Resources

Closing the Sale by Building Customer Relationships

Principles from How to Win Friends and Influence People show you how to influence others to support your vision. Discover 9 techniques for enhancing relationships, and fundamental techniques for becoming a respected leader. Tips for handling criticism and stress set you free to move forward with new ideas and stronger partnerships. Read More > 

Dale Carnegie Methodology

The Dale Carnegie® methodology is time-tested with thousands of testimonials attesting that it works. From the very start, on an individual level, you will set stretch goals and with the support of the social learning environment, the ‘in-the-moment’ coaching by the highly trained facilitator(s), the accountability to commitments, progress will be visible to yourself and others. In the Dale Carnegie® methodology, we focus on building strengths to overpower our weaknesses. We believe that everyone has inherent greatness, and it simply needs to be identified and nurtured.


What is eVolve?

eVolve is a transformational learning platform designed to build skills through experience, social collaboration, practice and application in the real world. eVolve is the only online learning platform to harness the time-tested principles of Dale Carnegie and the unique training methodology that creates performance change. In courses elevated by the eVolve learning platform, you will connect with your trainer and peers before, during and after the course and unlock digital content to supplement your learning journey. Sustain and sharpen your skills with 12 months extended access.


What does Learn From Anywhere mean?  

Courses with the Learn from Anywhere option allows you to select where you are most comfortable learning; in the training room or live online. You choose how you would like to attend, session to session. Don’t let your schedule get in the way of advancing your career or your personal improvement. With Dale Carnegie Learn from Anywhere, you can now experience our programs in a truly flexible format. Join live online one week and in person the next. You control how you want to attend. Whether in person or live online, your experiences are the same. Learn through the same trainer, alongside the same classmates, and grow with the same content experience regardless of location. (Group size must be maintained for optimal experience. Subject to approval by Trainer.)

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"Dale Carnegie Sales Training is an excellent way to groom your sales skills to a completely new level. Nancy teaches you how to approach a sale, the process to close the sale, and everything that happens in between. She does a great job interacting with the class, and gets you to excel with your techniques and style. The techniques that are taught in this class are second to none. This class is extremely beneficial, and will not only make you more professional in sales, but more confident as well."
Collins Cunningham
Select the best option for you:
Any Language
Any Duration
Select a Location
Questions? Interested in training your team of 10 or more?
Expand this panel and fill out the form to get started.
This information you provide will be used in accordance with the terms of our privacy policy.